Tremor Acquires Video Analytics Platform InPlay For Publishers, TubeMogul Remains Focused On Marketers

Day1Ready to show publishers the data, ad network Tremor Video has purchased video analytics platform InPlay from TubeMogul. Tremor Video is integrating InPlay directly into VideoHub, its enterprise video platform for publishers -- although the tools will not be functional until later this quarter.

Financial terms of the deal were not disclosed.

What attracted Tremor to InPlay was its ability to measure real-time engagement, viewership and performance data, according to Bill Day, CEO of Tremor Video.

“Tremor Video can now offer our partners a view across the entire video landscape,” Day said Friday. “Publishers are demanding an analytics suite that provides a clear picture of how viewers are interacting with content.”

For TubeMogul -- which started as a video measurement company for publishers -- the deal represents its continued transformation into a demand-side platform for video advertising.

While TubeMogul is divesting its publisher analytics, however, the real-time reporting tools developed for its video advertising platform will be unaffected, the company assured Friday.

“As we shift our focus from publishers to brand advertisers, this deal helps us align our capabilities with the needs of marketers,” said Brett Wilson, co-founder and CEO of TubeMogul.

The InPlay acquisition represents the latest in a series of deals for Tremor Video. The company’s other recent purchases include ScanScout in late 2010 and mobile ad platform Transpera last February.

Going forward, Tremor Video said it plans to continue to be acquisitive, fueled by $37 million in funding raised earlier this year.

Led by Hulu and Adap.tv, Tremor generated 942 million video ad impressions in December, according to recent findings from comScore.

Industrywide, after an unexpected dip in November, domestic online video viewership regained its footing in December, comScore reported. Last month, the measurement firm recorded over 43 billion videos views -- breaking the standing record of 42.6 billion views in October. (It declined to 40.9 billion views in November.) 

However, the total U.S. video viewing audience continued its decline from 183 million in November -- and 184 million in October -- to 182 million in December.

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